All successful cultural change (books, movies, public health), has a super-simple two-step loop:
It’s easy to focus on awareness. Get the word out. Hype. Promo.
I think that’s a mistake.
Because awareness without tension is useless.
Astute observation as always from Seth. But we can use this in our marketing.
For me tension creates anticipation and anticipation is where I find happiness.
Think about how you feel looking forward to your next holiday, a meal at a new restaurant, coffee with a friend or waiting for the next film in your favourite series.
The best bit is the anticipation, the waiting, the rumours. Once the holiday, meal or film is done with the tension is released and we move on.